Writing matters. Thinking matters more.

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“So much of long-term success is based on intangibles. Beliefs and ideas. Invisible concepts. At Four Seasons, these concepts are embodied in three strategic decisions made over the course of the company’s evolution…decisions about quality, service and culture. On these pillars is built the value of the Four Seasons brand.”

The Four Seasons Story

With Spencer Francey Peters

Both brand manifesto and hardcover portfolio showcase – translated into 18 languages – this presentation book told the Four Seasons story to potential hotel partners, owners and employees. Helen was intrumental in mapping out the book, as well as finessing the words – which underwent approvals at the highest levels of management. Even today, Four Seasons describes its points of difference as the four pillars.

Later, working in-house with the company, drawing on her long history with its marketing, Helen captured the voice of Four Seasons with a brand character and writing guidelines for its first brand manual.